While still a significant market player, Harley’s market share fell roughly 800 basis points, to 42.1% in 2020 from above 50% in 2019 (although it has recovered 2.5% of share through June). With the launch of “The Hardwire” strategy, CEO Jochen Zeitz is chasing the highest ROI opportunities for Harley. This is versus the firm’s goal calling for 7%-9% motorcycle operating margins in 2021 (in line with our 9% forecast, if it can mitigate EU tariffs).
Financial Strength
Harley-Davidson carries more debt on its balance sheet than as leverage is required to finance its HDFS arm and offer loans to customers. HDFS generates increased financial risk and weaker profitability when credit standards tighten or credit markets become less liquid. The firm had $1.7 billion in cash and equivalents at the end of June; it has historically strived to hold enough liquid assets to cover its liquidity needs for 12 months.
However, with the consolidation of securitization interests, that ratio jumped to 73% in 2009. The company worked this down to 64% at the end of 2013, but the ratio has risen again above 75% since 2015 with the issuance of incremental debt. The company still has financial flexibility thanks to a $707.5 million revolver (expiring in 2023), a $707.5 million revolver (expiring in 2025), as well as its $350 million facility, which helps address the seasonality of production and shipments. Additionally, Harley maintains flexibility in its capital structure through stock repurchases and dividends (currently at $0.15 per share per quarter).
Harley’s Brand Awareness
- Harley-Davidson’s brand is more than 115 years old and resonates globally with a wide consumer base, particularly its core market (men over 35). Efforts to reconnect with its core consumer could lead to a unit demand uptick faster than we anticipate.
- The firm has historically generated strong free cash flow, and we expect it to continue doing so after the pandemic, generating a mid-single-digit average FCF yield over the next decade.
- Harley has high brand awareness and robust market share in custom and touring segments domestically, two of the most profitable motorcycle categories.
Company Profile
Harley-Davidson is a global leading manufacturer of heavyweight motorcycles, merchandise, parts, and accessories. It sells custom, cruiser, and touring motorcycles and offers a complete line of Harley-Davidson motorcycle parts, accessories, riding gear, and apparel, as well as merchandise. Harley-Davidson Financial Services provides wholesale financing to dealers and retail financing and insurance brokerage services to customers. Harley has historically captured about half of all heavyweight domestic retail motorcycle registrations, a metric it has ceded in 2020 as it has repositioned the business. The firm recently expanded into the middleweight market with the launch of the Pan America model.
(Source: The Motley Fool)
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